Product Development

Making a difference Corporate Social Responsibility

Published

15 years ago

July 31, 2011

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The cement industry has responded to the demands of infrastructure and consequent increasing the production capacity enormously. This industry mainly rely on mining operation for its product, impacting large number of people and the environment around it. Hence, adequate responsibility has to move alongside its growth.

India, historically has been a society that has had a tradition of showing concern to others. As the country industrialised, business houses also kept with these traditions. It is documented that the oldest business houses have been the most just and hence respected companies in our society.
Indian economy has grown leaps and bounds in recent years and today India is recognised by the world as an emerging economy. Consequently, companies of all sizes have emerged, grown and expanded in the last few decades, at times very quickly, with impacts on the environment and the society. However, their responsibilities often have not kept pace with their growth. Governance is often compromised and probably because of the sheer numbers of people available, the dignity and value for human beings and their rights often ignored. Many organisations have grown, often flouting norms, arriving at quick fix solutions with sometimes with complete disregard for the environment or the impacts on its work force and its neighbourhood, owing to its operations.The cement industry has responded to the demands of infrastructure and consequent increasing the production capacity enormously. This industry mainly rely on mining operation for its product, impacting large number of people and the environment around it. Hence, adequate responsibility has to move alongside its growth.Any quick fix models with a complete lack of concern for the society and environment can only work in the short term. To survive, organisations need to be viewed as responsible companies, both by their internal as well as external stakeholders. And this sentiment is being echoed by all – the government, business forums, etc, and companies are encouraged to understand this for their own good.Different organisations have been using the terms CSR, corporate citizenship and sustainability interchangeably. For example, Ambuja Cements sees CSR as the social performance forming a significant aspect of the company’s overall sustainability. Sustainability is the broad umbrella and CSR is the company’s performance towards all its stakeholders – workforce , business partners, customers and the society – which it impacts through its operations.While there is no doubt that companies need to sprout and grow, especially to meet the development demands of society, they also in turn directly or indirectly impact the societies in which they exist. There is a need and a demand to monitor social impacts and performance. Just projecting a strong financial bottom line is simply not enough. Hence, CSR is about responsible management of business processes which produce an overall positive impact on society.Relevant stakeholders need to be mapped by every organisation and would largely fall in the following groups:

Workforce
Business partners and the supply chains
Customers and
Impacted communities

Each of these need to be defined and prioritised depending on the nature of the business, the type of impacts business has on them and the numbers impacted. This would have direct relevance to the influence and impact the stakeholder group would have on the business operations – which would eventually in the long run affect company’s sustainability.Some very labour intensive businesses, having a huge workforce (many SMEs and service companies would fall in this category) would do well to understand their impacts on their workforce and hence may lay down its CSR priorities for this stakeholders. They would focus on ensuring a safe and just work environment and facilities for its workers. Large manufacturing or mining companies on the other hand, could be highly mechanised and while they would still have to have fair practices for their workforce, however small, cannot ignore their neighbouring communities as another priority stakeholder group.In Indian cement industry, due to the sheer size of our population, these impacted neighbours would be large in number, and would lack access to basic facilities required for a decent standard of living and usually be in the poverty bracket. With operations of a large company in their midst, they would have soaring aspirations which may need to be reasonably addressed, especially if the company intends to coexist with them long term. Engaging with this stakeholders in a focused manner, keeping them active participants in the process. This is becoming even more relevant as such companies need to acquire large tracts of land which is becoming a very precious resource and the people are getting more and more aware of their rights and if not directly engaged with positively, and exploited, can disrupt company’s operations. On the other hand, direct engagement with neighbours, facilitates smooth operations and expansion plans.Strategic CSR becomes handy to showcase when demands arise such as during a bid for new project sites or expansions, seeking financial assistance from investors or even when reputation of the company is at stake.Another important angle in CSR in the Indian context, but seldom touched, is that with the supply chain. Large groups are involved in supplying raw material and delivering finished goods and there is scope and challenges of working with these chains and embedding CSR in methods of conducting business with them.In cement Industry, the sustainability drive team necessarily needs to include CSR and environmental excellence in its mindset. This mindset needs to be driven by the management from the top and planned and discussed as company’s strategy so that it becomes relevant to and systematically integrated within the business. All those steering the company need to be aligned with a common understanding of CSR deliverables and processes. In the past, those who did risk planning and mitigation, seldom considered social responsibility aspects as their main risk map and were often left fire fighting when there was unrest amongst stakeholders. If this is built in while risk planning, CSR projects could be aligned completely to business needs.With risk planning and CSR aligned, projects are dynamic and change with the needs of the business. It is about time that Indian companies realised that CSR is a decisive business strategy. Not just a nice thing to do, or done because we are being coerced into it, but that it makes excellent business sense.

Economy & Market

Power Build’s Core Gear Series

Published

5 days ago

February 19, 2026

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A deep dive into Core Gear Series of products M, C, F and K, by Power Build, and how they represent precision in motion.

At the heart of every high-performance industrial system lies the need for robust, reliable, and efficient power transmission. Power Build answers this need with its flagship geared motor series: M, C, F and K. Each series is meticulously engineered to serve specific operational demands while maintaining the universal promise of durability, efficiency, and performance.

Series M – Helical Inline Geared Motors
Compact and powerful, the Series M delivers exceptional drive solutions for a broad range of applications. With power handling up to 160kW and torque capacity reaching 20,000 Nm, it is the trusted solution for industries requiring quiet operation, high efficiency, and space-saving design. Series M is available with multiple mounting and motor options, making it a versatile choice for manufacturers and OEMs globally.

Series C – Right Angled Heli-Worm Geared Motors
Combining the benefits of helical and worm gearing, the Series C is designed for right-angled power transmission. With gear ratios of up to 16,000:1 and torque capacities of up to 10,000 Nm, this series is optimal for applications demanding precision in compact spaces. Industries looking for a smooth, low-noise operation with maximum torque efficiency rely on Series C for dependable performance.

Series F – Parallel Shaft Mounted Geared Motors
Built for endurance in the most demanding environments, Series F is widely adopted in steel plants, hoists, cranes and heavy-duty conveyors. Offering torque up to 10,000 Nm and high gear ratios up to 20,000:1, this product features an integral torque arm and diverse output configurations to meet industry-specific challenges head-on.

Series K – Right Angle Helical Bevel Geared Motors
For industries seeking high efficiency and torque-heavy performance, Series K is the answer. This right-angled geared motor series delivers torque up to 50,000 Nm, making it a preferred choice in core infrastructure sectors such as cement, power, mining and material handling. Its flexibility in mounting and broad motor options offer engineers the freedom in design and reliability in execution.
Together, these four series reflect Power Build’s commitment to excellence in mechanical power transmission. From compact inline designs to robust right-angle drives, each geared motor is a result of decades of engineering innovation, customer-focused design and field-tested reliability. Whether the requirement is speed control, torque multiplication or space efficiency, Radicon’s Series M, C, F and K stand as trusted powerhouses for global industries.

http://www.powerbuild.in
Call: +919727719344

Economy & Market

Conveyor belts are a vital link in the supply chain

Published

8 months ago

June 16, 2025

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Kamlesh Jain, Managing Director, Elastocon, discusses how the brand delivers high-performance, customised conveyor belt solutions for demanding industries like cement, mining, and logistics, while embracing innovation, automation, and sustainability.

In today’s rapidly evolving industrial landscape, efficient material handling isn’t just a necessity—it’s a competitive advantage. As industries such as mining, cement, steel and logistics push for higher productivity, automation, and sustainability, the humble conveyor belt has taken on a mission-critical role. In this exclusive interview, Kamlesh Jain, Managing Director, Elastocon, discusses how the company is innovating for tougher terrains, smarter systems and a greener tomorrow.

Brief us about your company – in terms of its offerings, manufacturing facilities, and the key end-user industries it serves.
Elastocon, a flagship brand of the Royal Group, is a trusted name in the conveyor belt manufacturing industry. Under the brand name ELASTOCON, the company produces both open-end and endless belts, offering tailor-made solutions to some of the most demanding sectors such as cement, steel, power, mining, fertiliser, and logistics. Every belt is meticulously engineered—from fabric selection to material composition—to ensure optimal performance in tough working conditions. With advanced manufacturing facilities and strict quality protocols, Elastocon continues to deliver high-performance conveyor solutions designed for durability, safety, and efficiency.

How is the group addressing the needs for efficient material handling?
Efficient material handling is the backbone of any industrial operation. At Elastocon, our engineering philosophy revolves around creating belts that deliver consistent performance, long operational life, and minimal maintenance. We focus on key performance parameters such as tensile strength, abrasion resistance, tear strength, and low elongation at working tension. Our belts are designed to offer superior bonding between plies and covers, which directly impacts their life and reliability. We also support clients
with maintenance manuals and technical advice, helping them improve their system’s productivity and reduce downtime.

How critical are conveyor belts in ensuring seamless material handling?
Conveyor belts are a vital link in the supply chain across industries. In sectors like mining, cement, steel, and logistics, they facilitate the efficient movement of materials and help maintain uninterrupted production flows. At Elastocon, we recognise the crucial role of belts in minimising breakdowns and increasing plant uptime. Our belts are built to endure abrasive, high-temperature, or high-load environments. We also advocate proper system maintenance, including correct belt storage, jointing, roller alignment, and idler checks, to ensure smooth and centered belt movement, reducing operational interruptions.

What are the key market and demand drivers for the conveyor belt industry?
The growth of the conveyor belt industry is closely tied to infrastructure development, increased automation, and the push for higher operational efficiency. As industries strive to reduce labor dependency and improve productivity, there is a growing demand for advanced material handling systems. Customers today seek not just reliability, but also cost-effectiveness and technical superiority in the belts they choose. Enhanced product aesthetics and innovation in design are also becoming significant differentiators. These trends are pushing manufacturers to evolve continuously, and Elastocon is leading the way with customer-centric product development.

How does Elastocon address the diverse and evolving requirements of these sectors?
Our strength lies in offering a broad and technically advanced product portfolio that serves various industries. For general-purpose applications, our M24 and DINX/W grade belts offer excellent abrasion resistance, especially for RMHS and cement plants. For high-temperature operations, we provide HR and SHR T2 grade belts, as well as our flagship PYROCON and PYROKING belts, which can withstand extreme heat—up to 250°C continuous and even 400°C peak—thanks to advanced EPM polymers.
We also cater to sectors with specialised needs. For fire-prone environments like underground mining, we offer fire-resistant belts certified to IS 1891 Part V, ISO 340, and MSHA standards. Our OR-grade belts are designed for oil and chemical resistance, making them ideal for fertiliser and chemical industries. In high-moisture applications like food and agriculture, our MR-grade belts ensure optimal performance. This diverse range enables us to meet customer-specific challenges with precision and efficiency.

What core advantages does Elastocon offer that differentiate it from competitors?
Elastocon stands out due to its deep commitment to quality, innovation, and customer satisfaction. Every belt is customised to the client’s requirements, supported by a strong R&D foundation that keeps us aligned with global standards and trends. Our customer support doesn’t end at product delivery—we provide ongoing technical assistance and after-sales service that help clients maximise the value of their investments. Moreover, our focus on compliance and certifications ensures our belts meet stringent national and international safety and performance standards, giving customers added confidence.

How is Elastocon gearing up to meet its customers’ evolving needs?
We are conscious of the shift towards greener and smarter manufacturing practices. Elastocon is embracing sustainability by incorporating eco-friendly materials and energy-efficient manufacturing techniques. In parallel, we are developing belts that seamlessly integrate with automated systems and smart industrial platforms. Our vision is to make our products not just high-performing but also future-ready—aligned with global sustainability goals and compatible with emerging technologies in industrial automation and predictive maintenance.

What trends do you foresee shaping the future of the conveyor belt industry?
The conveyor belt industry is undergoing a significant transformation. As Industry 4.0 principles gain traction, we expect to see widespread adoption of smart belts equipped with sensors for real-time monitoring, diagnostics, and predictive maintenance. The demand for recyclable materials and sustainable designs will continue to grow. Furthermore, industry-specific customisation will increasingly replace standardisation, and belts will be expected to do more than just transport material—they will be integrated into intelligent production systems. Elastocon is already investing in these future-focused areas to stay ahead of the curve.

Economy & Market

Impactful Branding

Published

3 years ago

July 17, 2023

admin

Advertising or branding is never about driving sales. It’s about creating brand awareness and recall. It’s about conveying the core values of your brand to your consumers. In this context, why is branding important for cement companies? As far as the customers are concerned cement is simply cement. It is precisely for this reason that branding, marketing and advertising of cement becomes crucial. Since the customer is unable to differentiate between the shades of grey, the onus of creating this awareness is carried by the brands. That explains the heavy marketing budgets, celebrity-centric commercials, emotion-invoking taglines and campaigns enunciating the many benefits of their offerings.
Marketing strategies of cement companies have undergone gradual transformation owing to the change in consumer behaviour. While TV commercials are high on humour and emotions to establish a fast connect with the customer, social media campaigns are focussed more on capturing the consumer’s attention in an over-crowded virtual world. Branding for cement companies has become a holistic growth strategy with quantifiable results. This has made brands opt for a mix package of traditional and new-age tools, such as social media. However, the hero of every marketing communication is the message, which encapsulates the unique selling points of the product. That after all is crux of the matter here.
While cement companies are effectively using marketing tools to reach out to the consumers, they need to strengthen the four Cs of the branding process – Consumer, Cost, Communication and Convenience. Putting up the right message, at the right time and at the right place for the right kind of customer demographic is of utmost importance in the long run. It is precisely for this reason that regional players are likely to have an upper hand as they rely on local language and cultural references to drive home the point. But modern marketing and branding domain is exponentially growing and it would be an interesting exercise to tabulate and analyse its impact on branding for cement.